Across the third sector, committed giving is in decline. Greenpeace were seeing this first hand, with approximately 30% of committed givers cancelling their direct debit within 3 months of signing up.
We were briefed to tackle attrition rates and increase conversion rates.
After extensive research, we understood that the problem was that the donors were getting nothing tangible.
Code then created LiFE, a committed giving product by Greenpeace that allowed the charity to stop deforestation across the world's rainforests. The world's rainforests provide a number of resource for life as we know it (hence the LifE title).
We created assets to be used across Face-to-face, door-to-door and online; mainly print. We also supported these assets with an email campaign that kept donators informed with how their money was being spent and the achievements they were supporting - supporting the insight that the donors need tangibility.
To date, we've seen an increase in conversion of 20% and a decrease in attrition by 10%.